High performers, the study showed, excelled in three areas: integrating data about what customers are doing with an understanding of why they are doing it; communicating a brand purpose (the functional, emotional, and societal benefits of the offering); and delivering a “total experience” to customers. To provide this kind of experience, high performers break down silos and enlist the help of the entire organization. That means they must link marketing strategy tightly to business strategy and to other functions; inspire employees across the company with the brand’s purpose; focus and align around a few key priorities; set up nimble, cross-functional teams; and build internal capabilities through extensive training at all levels.
MIXING TOOLS: The tools you use to mix cake can be just as important as the ingredients. Many cakes utilize the creaming method which is creaming together the butter and sugar first. While creaming, the sugar crystals are cut into the butter -or fat- which create tiny pockets of air that will help the cake to rise. It is important is use a stand mixer in this method as you often want to cream the butter and sugar at high speeds for a longer amount of time. While a hand-held mixer will work, it may not get you the same results.
^ Porcu, L., del Barrio-Garcia, S., and Kitchen, P.J., "How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects/ ¿Cómo funciona la Comunicación Integrada de Marketing (CIM)? Una revisión teórica y un análisis de sus antecedentes y efectos," COMUNICACIÓN Y SOCIEDAD, Vol. XXV, Núm. 1, 2012, pp 313-348
A Lancashire Courting Cake is a fruit-filled cake baked by a fiancée for her betrothed. The cake has been described as "somewhere between a firm sponge – with a greater proportion of flour to fat and eggs than a Victoria sponge cake – and a shortbread base and was proof of the bride-to-be's baking skills". Traditionally it is a two-layer cake filled and topped with strawberries or raspberries and whipped cream.
Infographics. These are generally long, vertical graphics that include statistics, charts, graphs, and other information. If you need some examples, here are 197 infographics on the topic of content marketing curated by Michael Schmitz, head of Content Lab at Publicis, Munich. Infographics can be effective in that if one is good it can be passed around social media and posted on websites for years. You can get a professionally designed infographic by hiring a contractor on a site like oDesk or if you want to remove some of the risk you can go with a company like Visua.ly. A decent infographic will usually cost you at least $1,000 to have designed, but can cost several thousand dollars if you are hiring a contractor or agency to include strategy and planning, research, copywriting, and design. There is also the matter of promoting that infographic to bloggers and the media. Or you could set up a board on Pinterest and curate infographics on a topic related to your business. That is also a form of content marketing, and it costs nothing but your time. Hey, it worked for Michael.
Inspiration is so important that many companies, Unilever among them, have begun measuring employees’ brand engagement as a key performance indicator. Google does this by assessing employees’ “Googliness” in performance appraisals to determine how fully people embrace the company’s culture and purpose. And Zappos famously offers new hires $3,000 to leave after four weeks, effectively cutting loose anyone who is not inspired by the company’s obsessive customer focus.
A strategic business unit (SBU) is a subsidiary within a firm, which participates within a given market/industry. The SBU would embrace the corporate strategy, and attune it to its own particular industry. For instance, an SBU may partake in the sports goods industry. It thus would ascertain how it would attain additional sales of sports goods, in order to satisfy the overall business strategy.
^ Fisk, R.P., Brown, W. and Bitner, M.J., "Tracking the Evolution of Services Marketing Literature, Journal of Retailing, vol. 41 (April), 1993; Booms, B. and Bitner, M. J. "Marketing Strategies and Organizational Structures for Service Firms" in James H. Donnelly and William R. George (eds), Marketing of Services, Chicago: American Marketing Association, 47–51; Rafiq,M. and Ahmed,P.K. "Using the 7Ps as a Generic Marketing mix: An Exploratory Survey of UK and European Marketing Academics", Marketing Intelligence & Planning, Vol. 13, no. 9, pp 4–15
“When one of the brides is a WNBA star you need a tall cake!!” Betsy Thorleifson, the baker behind Nine Cakes in Brooklyn, wrote of the 11-tier dessert she created for Donne and the Olympian’s big day. During the reception, which was put on by The Knot’s Dream Wedding franchise, the wedding cake standing at 6’5″ tall (the same height as Donne!) was wheeled onto the dance floor.
Print, radio and television campaigns are types of marketing, as are direct mail, email and internet marketing. Companies that sell via the internet optimize their web pages, so they appear higher in search engines like Google and Yahoo. Newsletters, press releases and articles are also forms of marketing used to generate leads and orders. Some companies also use referral marketing to increase business, where satisfied customers refer others to a particular business.
The "marketing mix" gained widespread acceptance with the publication, in 1960, of E. Jerome McCarthy's text, Basic Marketing: A Managerial Approach which outlined the ingredients in the mix as the memorable 4 Ps, namely product, price, place and promotion. The marketing mix is based upon four controllable variables that a company manages in its effort to satisfy the corporation's objectives as well as the needs and wants of a target market. Once there is understanding of the target market's interests, marketers develop tactics, using the 4Ps, to encourage buyers to purchase product. The successful use of the model is predicated upon the degree to which the target market's needs and wants have been understood, and the extent to which marketers have developed and correctly deployed the tactics. Today, the marketing mix or marketing program is understood to refer to the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market".
The task-force model is both agile and disciplined. It requires a culture in which central leadership is confident that local teams understand the strategy and will collaborate to execute it. This works well only when everyone in the organization is inspired by the brand purpose and is clear about the goals. Google, Nike, Red Bull, and Amazon all embrace this philosophy. Amazon’s Jeff Bezos captured the ethos when he said at a shareholders’ meeting, “We are stubborn on vision. We are flexible on details.”
Growing a business isn't easy. First, you need a viable idea. From there, you need to discover a profitable niche, define a target demographic and have something of value to sell them. Whether you're peddling products, services or information, getting the word out has become increasingly burdensome. And without the right marketing strategies to fuel your growth, churning a profit and staying afloat is virtually impossible.
There are as many types of content marketing as there are types of content--far too many to cover here. My intent is to give you an introduction to content marketing and get you thinking like a content marketer so you’ll see the opportunities all around you. Soon you’ll be coming up with 50 content marketing ideas every day. You won’t be able to stop seeing opportunities to create content. Here are five examples to help your mind start percolating.
A fancy-schmancy tower of tiers wouldn’t have matched the country-cool vibe at the July 2 Montana wedding of the Full House star and his photographer girlfriend. Instead, their 100 guests, including his former costars John Stamos, Bob Saget and Candace Cameron Bure, were treated to a more casual cake that was “naked” (no frosting) and homemade (courtesy of the bride’s best friend’s mother). The chocolate layers were filled with salted caramel and the vanilla layers with raspberry sauce. Guests loved it so much, says the bride, “there wasn’t much left!”
Royal icing, marzipan (or a less sweet version, known as almond paste), fondant icing (also known as sugarpaste), and buttercream are used as covering icings and to create decorations. Floral sugarcraft or wired sugar flowers are an important part of cake decoration. Cakes for special occasions, such as wedding cakes, are traditionally rich fruit cakes or occasionally Madeira cakes, that are covered with marzipan and iced using royal icing or sugar-paste. They are finished with piped borders (made with royal icing) and adorned with a piped message, wired sugar flowers, hand-formed fondant flowers, marzipan fruit, piped flowers, or crystallized fruits or flowers such as grapes or violets.
“The most beautiful and delicious wedding cake ever!!” the Entourage star, who married Aaron Fox on June 12 in L.A., said on Instagram. “Thank you @cakestudiola Sonia you are a baking genius!” The 4-tiered, flower-adorned confection was presented on a beautiful metallic stand, and next to it stood a fox and squirrel ‘bride and groom’ – a clever tribute to the groom’s last name.
Grab a fresh baguette for dinner on your way home. Choose from rows of fresh-baked sandwich breads still steaming in their bags. See our famous cakes, pies, pastries, tarts, and cookies being pulled from the oven throughout the day. Whether you're satisfying a sweet tooth or shopping for a special occasion, this is the place to find delicious fresh-baked breads, decadent desserts, indulgent cupcakes, or gourmet cookies.